1. Reframing Content ROI and the Case for B2B Content

    Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers need performance measures to tweak execution. But don’t confuse performance with ROI. Asset and campaign performance measures are not useful for an executive level business case. It’s too granular. It doesn’t align with executive business parameters, or inform the kinds of decisions they make. It also doesn’t convey the magnitude, importance and urgency of the matter. It doesn’t show what’s possible. Marketers think with a traditional expense justification mindset rather than an investment mindset. We’ve written here about the misunderstanding between investment and expense. A Content ROI Investment Model An investment mindset for B2B content speaks to three...
  2. Getting B2B Content ROI Right

    In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes. Misunderstanding content ROI elevates risk of poor decisions about content strategy and investment. The risk to senior executives in B2B selling enterprises, of not taking a strategic perspective on customer facing content, impacts their decisions about top business objectives: New customer acquisition and revenue growth Sales and marketing productivity, and lower selling costs Data acquired about buyers, customers Consistent delivery of an exceptional customer experience. But most executives have never given serious consideration to customer content as a business asset. It has always been the tactical responsibility of knowledge and creative people. One executive expressed what I most often hear: “What is content anyway? Collateral, right?”  (See What is Content?) Most senior executives are still...

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